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September 25, 2009

Car giant sends bloggers behind the scenes at major automotive event

Ford of Europe took an innovative approach to its trade show presence recently, when it commissioned five bloggers to offer its customers and prospects an inside view of the Frankfurt Motorshow.

The initiative, devised by marketing agency Imagination, featured bloggers from five different countries in an effort to spread Ford’s Frankfurt messages to a broader audience.

Imagination worked with Ford of Europe on the programme, which invited independent bloggers to go behind the scenes at one of the world's largest car shows and share their experiences and observations.

Traditionally, the event attracts the automotive press on the first day of the event, but this move from Ford of Europe saw a group of bloggers from several markets being invited to the show, and able to comment and post blogs about what they saw and felt.

The bloggers were also able to interview senior members of the Ford management, design and technical teams, as well as watch rehearsals for the company's news conference.

Imagination targeted a variety of different types of bloggers, ranging from who write about on green lifestyles to family matters to engage different markets and different audiences. The five blogs can be found at the following urls:


"The telling of these important stories in an understandable and fun way compliments the great cars on display as well as reinforcing the true accessibility of the Ford brand," said Simon Chapman, Ford of Europe client services director at Imagination.



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